ROLE/SCOPE
Iconography, illustration (in-house)

BRIEF
Create a suite of fun custom illustrated icons as part of the new brand platform for Instant Kiwi.

ILLUSTRATION | ICONS Katie Munro

BRAND PLATFORM DDB Aotearoa | Gina Rich 

MOTION DESIGN John Hayes

outcome
Instant Kiwi is a much loved brand in Aotearoa New Zealand - the home of Lotto NZ's scratchies and instant game categories. Along with the brand refresh directed by DDB, there was an opportunity to develop a custom icon style for use across brand-led campaigns - launching with a partnership with Married at First Sight Australia season 12 on ThreeNow.
After some exploration I landed on a loose, hand-drawn, sketchy illustration that speaks to the scratchy play style of Instant Kiwi. With these being freehand illustrations, it was important to develop a solid design system to ensure consistency and cohesion, as well as ease of replication to allow other designers to add to the library. The end result was a start-up catalogue of 100+ fun and unique icons that support the bold and fresh brand platform, playing into the tongue-in-cheek, down-to-earth Kiwi values of this iconic New Zealand brand.